Even some of the most successful small business owners are seeing their sales slow down in this economy. As a smart entrepreneur, you know that marketing is the key to successful selling. It’s the engine that drives your profits.
Has your marketing stalled?
How can you get things running again and get your sales and profits back on track?
I was at my grandmother’s place in Maine with my roommate Rex one summer during college. She had offered us the use of her aging 1949 Jeep while we were there. We thought it would be a blast to take it for a spin. There was only one problem.
After a winter of neglect, the old rusty Jeep wouldn’t start. I had no idea what to do. I was about to give up and walk away when Rex stopped me. “It’s not that complicated to get one of these engines running again. It’s either a fuel problem or an electrical problem. We just have to figure out which it is and then we can fix it ourselves.”
With that mindset, we checked the battery, spark plugs, fuel lines, and fuel pump. We finally traced the problem to a dirty carburetor. Once Rex showed me how to approach the problem, with some basic tools we were able to get the Jeep running again.
Troubleshoot your marketing the same way. If you’re not getting all the sales you want, the problem is either leads (the fuel) or conversions (the spark that turns leads into profits).
Not reaching your sales goals? You need to fix your leads or your conversions.
Ready to repair your marketing problems and get your marketing engine running again? Start with these basic diagnostic questions:
1. Do you use a free offer to get qualified prospects to contact you?
2. Is your free offer compelling? Do at least 1 out of 20 people who are exposed to it contact you?
3. Do you feature your free offer prominently on your web site so that 10% of visitors to your site contact you?
4. Are you using a client-focused marketing message that explains in 10 or 12 words what benefit you provide?
5. Do you have a no-cost referral strategy for extending your reach and helping more people learn how you can help them?
1. Do you have an automated follow-up process in place to convert leads to sales?
2. Are your sales processes, your sales conversations and sales copy structured around product features or your prospects’ problems? If you’re focusing on product or service features, you’re doing it wrong.
3. When you get a prospect to the point of purchase are you using an up-sell strategy to maximize your profits?
4. Do you have a system for cross-selling clients to maximize the dollar value of each client?
5. Are you currently testing ways to increase your conversion rates? If you’re not, you may be leaving a large portion of your profits on the table.
Interested in converting more prospects and closing more sales? Find out how >>
If you answered no to any of the above, your marketing is missing key parts. Add them to get your profits pouring in.
Like your car engine, marketing is a system. If it’s not bringing in the level of profits you want, the fastest way to restart it and get it up to top speed is to figure out what part of the system isn’t working.
Start by determining whether it’s a problem with leads or conversions. Once you know that you can identify whether the problem is your offer, your marketing message, or your closing process. And often, just by fixing one element of your marketing, you can get the whole system running and easily double your income.
P.S. Current car engines are a lot more complicated than the 1949 Jeep that Rex and I got running again. But don’t let new technologies distract you from the basics. You can still diagnose your marketing engine and fix it. Need a hand?